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Making favors even trickier to grasp — and thus easier to game — is research suggesting that the deed itself isn't as valued as much as the atmospherics around it.

研究表明，帮忙本身的价值不及围绕它的那种氛围重要，这让人情的价值更难把握，从而也更容易换得人家的回报。

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But ubiquitous digital consumer data, cheap computing power and open-source software have created a tremendous opportunity for smart marketers to change the research game.

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Roth's specialty within operations research: game theory, which analyzes situations in which the outcome depends on the actions of multiple people.

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"Criticizing research is fair game, " Drs.

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